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SPARE ADVERTISEMENTS EMPHASIZE SPACE-SAVING FEATURES OF NEW PC
IBM CORP FIRES OFF the first round of a $100 million global multimedia effort May 12 for NetVista, its sleek new brand of space-saving PCs.
The campaign from Ogilvy & Mather Worldwide, New York, for Big Blues Personal Systems Group breaks with a four-page spread in USA Today introducing businesses and consumer to its next-generation desktop PCs.
The black NetVista computers sport an all-in-one design with a flatpanel monitor that IBM touts in a print ad headline as taking up "75 less space than an ugly computer." The product's clutter-free design eliminates most cords and cables, not to mention the drab beige chassis.
"The goal of the campaign is to introduce, build awareness and generate consideration for a new brand of IBM desktop computer," said Scott Frank, IBM's Personal Systems Group director of integrated marketing communications.
Elegantly spare creative executions position the product...